Many Australian small and medium enterprises are realising the power of extending their reach through reseller programs. However, simply offering a commission isn’t enough to build a truly profitable channel in today’s market. We’ve seen programs stall because they lacked strategic structure. Here’s how to set yours up for success.

The key is to move beyond transactional thinking and focus on building genuine partnerships. This means designing a program that’s mutually beneficial, incentivises performance, and provides resellers with the tools they need to succeed. We’re anticipating increased competition for reseller attention in 2026, so a strong value proposition is critical.

• Tiered Commission Structures: Don’t offer a flat rate. Implement tiers based on sales volume or customer acquisition. This motivates resellers to actively grow their business with your products and rewards top performers. Consider bonus structures for exceeding targets.
• Dedicated Marketing Assets: Resellers need more than just product information. Provide co-branded marketing materials – email templates, social media content, even website banners – to make it easy for them to promote your offerings.
• Lead Generation Support: Don’t expect resellers to generate all their own leads. Where possible, share qualified leads with your channel partners, particularly for larger opportunities. This demonstrates your commitment to their success.
• Training and Enablement: Product knowledge is essential, but so is understanding your brand messaging and target market. Invest in regular training sessions – online or in-person – to equip resellers with the skills they need.

Crucially, remember to actively manage your reseller program. Regularly analyse performance data, gather feedback, and adapt your strategy accordingly. A successful program isn’t ‘set and forget’; it requires ongoing investment and optimisation. We’re seeing a trend towards more specialised reseller networks – focusing on partners with expertise in specific niches – which can deliver higher quality leads and conversions.

To get started, map out your ideal reseller profile. What kind of businesses align with your brand and target market? Once you have a clear picture, you can begin building a program that attracts, motivates, and retains the right partners, driving sustainable growth for your business.